pDOOH lends spurs to omnichannel plans: Experts at DPAA Summit

In a panel discussion on the topic- “How Programmatic DOOH is Driving Performance Results for Omnichannel Marketers”, conducted on Day 1 of DPAA Video Everywhere Summit 2020, the panelists – Fletcher Whitwell, Chief Media & Publishing Officer – R&R Partners and Kris Cichoski, Corporate Director of Content Publishing Strategy – R&R Partners pointed to the various features of programmatic DOOH that help OOH to be at par with mainline advertising channels.  The panel discussion was chaired by Jonathan Gudai, CEO – Adomni.

Highlighting the accountability factor, as a top learning in year 2020, Fletcher Whitwell said that pDOOH can bring the outdoor medium onto a level playing field with other channels through accountability given by programmatic platforms.

“Moreover, DOOH can be extended as a digital medium with the same nature of buying and creative usage. All the way more, DOOH is important for the omnichannel platform as it is available in transit formats targeting people on-the-go. With the expanding technology, DOOH can be targeted and retargeted with mobile device data,” he said.

To this, Kris Cichoski, Corporate Director of Content Publishing Strategy – R&R Partners added, “Tactical media buying and planning often keep consumers at the centre and there is a need for all channels to complement each other and reach out to wider audiences. pDOOH activates all other media channels with its ability to turn off & on, pushing up digital performance-based marketing. Moreover, the data available in programmatic channel allows to leverage this channel effectively”.

There are initiatives taken by R&R Partners to break the silos and integrate omnichannel campaigns in the coming times. The agency has formed a special team for omnichannel campaigns to work on strategies, modern consumer consumption patterns and designing impactful messaging which help media buyers to make corporate plans built together with multi advertising channels.